
Fragmentation Is Costly: The Hidden Tax on DTC Marketers
Streaming now represents nearly half of all U.S. TV viewing. It is a milestone, but not the most important takeaway for performance marketers. The real challenge for DTC brands is fragmentation: audiences spread across linear, CTV, FAST, YouTube, subscription platforms, and countless niche apps. Fragmentation does more than complicate planning. It erodes efficiency. It inflates CPAs. It makes reporting murky and creative execution uneven. It is a hidden tax on performance.